Outer Banks, North Carolina Visitor Appraisal:

Outer Banks, North Carolina Visitor Appraisal: A Critical Incidents and Loyalty Assessment Photo courtesy of: NC Division of Tourism, Film and Sports Development Gene Brothers Associate Professor Department of Parks Recreation and Tourism Management North Carolina State University Duarte Morais Associate Professor Department of Parks Recreation and Tourism Management North Carolina State University and Florian Muench Department of Parks Recreation and Tourism Management North Carolina State University In cooperation with the Outer Banks Convention and Visitor s Bureau and Accommodation Managers on the Outer Banks June 26, 2012 0

Outer Banks, North Carolina Visitor Appraisal: A Critical Incidents and Loyalty Assessment Gene Brothers Associate Professor Department of Parks Recreation and Tourism Management North Carolina State University Duarte Morais Associate Professor Department of Parks Recreation and Tourism Management North Carolina State University and Florian Muench Department of Parks Recreation and Tourism Management North Carolina State University ABSTRACT This visitors study examined responses from guests to the Outer Banks (OBX) of North Carolina during 2011. Included in this analysis are responses to questions about their trip and freely elicited comments from first-time and repeat visitors to assess their experiences and rating of important and performance of OBX attributes. A year-long sampling of visitors provided positive and negative comments relating critical incidents as well as a listing of their most important experiences. An analysis of the frequency and order of comments associated with destination attributes were analyzed to indicate similarities and differences in ratings from these visitor groups. In addition, their most important experiences were analyzed for the two groups using visualization content analysis software to assess experiential differences. Results show there are nuanced differences between the first-time and repeat visitors. These results imply that first-time and repeat visitors experience their vacations differently and relate differently with the OBX in subtle ways. Recognition: We would like to thank the Outer Banks Visitors Bureau for their support of this project and to recognize all the accommodation managers for their help and support for making this study a success: Carolina Designs Realty, Village Realty, Midgett Realty, Hatteras Marlin Motel, Outer Beaches Realty, Sun Realty, Tranquil House Inn, Ramada Plaza, Hilton Garden Inn, Hilton Garden/Ramada, and Camp Hatteras - Hatteras Island. i

TABLE OF CONTENTS PAGE INTRODUCTION. 1 METHODS. 1 ANALYSIS. 3 Three Best and Worst Things, Places or Activities. 4 First-Time vs. Repeat Visitors. 7 Seasonal Findings. 12 Geographic Comparison. 17 Helping the Outer Banks. 22 Most Important Experiences. 23 First-Time vs. Repeat Visitors. 24 Seasonal Findings. 25 Geographic Comparison. 26 Intention To Visit In the Near Future. 27 Alternative Destinations. 27 Loyalty. 28 Demographics. 28 CONCLUSIONS. 30 REFERENCES. 30 APPENDIX A ~ Visitor Survey. 32 APPENDIX B ~ Three best/worst things ~ places ~ or activities about this stay on the Outer Banks. 34 APPENDIX C ~ Things to help the Outer Banks. 68 APPENDIX D ~ Most important experiences. 74 ii

TABLE OF TABLES Table 1. What was your role in the planning of various aspects of this trip to the OBX?. 3 Table 2. Indicate how many nights stayed in the following types of lodging.. 4 Table 3. Indicate the name of the town or village on the Outer Banks where you stayed.. 4 Table 4. Analysis of visitor frequency and order of best/worst things, places, or activities for Outer Banks vacations, 2011.. 5 Table 5. Analysis of the first-time visitor frequency and order of best/worst things, places, or activities for Outer Banks vacations, 2011.. 8 Table 6. Analysis of the repeat visitor frequency and order of best/worst things, places, or activities for Outer Banks vacations, 2011.. 9 Table 7. Analysis of the off season frequency and order of best/worst things, places, or activities for Outer Banks vacations, 2011.. 13 Table 8. Analysis of the during season frequency and order of best/worst things, places, or activities for Outer Banks vacations, 2011.. 14 Table 9. Analysis of the Hatteras Island visitors frequency and order of best/worst things, places, or activities for Outer Banks vacations, 2011.. 19 Table 10. Analysis of the non-hatteras Island visitors frequency and order of best/worst things, places, or activities for Outer Banks vacations, 2011.. 19 Table 11. Indicate alternative destinations to the Outer Banks for this trip. 28 Table 12. Agreement rating on a five point scale to loyalty statements regarding the Outer Banks.. 28 Table 13. Age distribution of Outer Banks visitor survey respondents. 29 Table 14. Household income distribution of Outer Banks visitor survey respondents. 29 Table 15. Distribution of respondent travel party size for Outer Banks visitors. 29 Table 16. Distribution of respondent zip code categories for Outer Banks visitors. 30 iii

TABLE OF FIGURES Figure 1. Importance ~ Performance Analysis grid for best/worst things, places, or activities during trips to the Outer Banks of North Carolina, 2011.. 6 Figure 2. Word Cloud for best things, places, or activities during trips to the Outer Banks of North Carolina, 2011..... 7 Figure 3. Word Cloud for worst things, places, or activities during trips to the Outer Banks of North Carolina, 2011..... 7 Figure 4. Importance ~ Performance Analysis grid for best/worst things, places, or activities comparison of first-time and repeat visitors, 2011.... 10 Figure 5. Word Cloud for first-time visitors best things, places, or activities during trips to the Outer Banks of North Carolina, 2011.. 11 Figure 6. Word Cloud for repeat visitors best things, places, or activities during trips to the Outer Banks of North Carolina, 2011.. 11 Figure 7. Word Cloud for first-time visitors worst things, places, or activities during trips to the Outer Banks of North Carolina, 2011.. 12 Figure 8. Word Cloud for repeat visitors worst things, places, or activities during trips to the Outer Banks of North Carolina, 2011.. 12 Figure 9. Importance ~ Performance Analysis grid for best/worst things, places, or activities comparison of off season and in season visitors, 2011.... 15 Figure 10. Word Cloud for off season visitors best things, places, or activities during trips to the Outer Banks of North Carolina, 2011.. 16 Figure 11. Word Cloud for in season visitors best things, places, or activities during trips to the Outer Banks of North Carolina, 2011.. 16 Figure 12. Word Cloud for off season visitors worst things, places, or activities during trips to the Outer Banks of North Carolina, 2011.. 17 Figure 13. Word Cloud for in season visitors worst things, places, or activities during trips to the Outer Banks of North Carolina, 2011.. 17 Figure 14. Importance ~ Performance Analysis grid for best/worst things, places, or activities comparison of Hatteras Island and non-hatteras Island visitors, 2011... 20 Figure 15. Word Cloud for Hatteras Island visitors best things, places, or activities during trips to the Outer Banks of North Carolina, 2011.. 21 Figure 16. Word Cloud for non-hatteras Island visitors best things, places, or activities during trips to the Outer Banks of North Carolina, 2011.. 21 Figure 17. Word Cloud for Hatteras Island visitors worst things, places, or activities during trips to the Outer Banks of North Carolina, 2011.. 22 iv

Figure 18. Word Cloud for non-hatteras Island visitors worst things, places, or activities during trips to the Outer Banks of North Carolina, 2011.. 22 Figure 19. Word Cloud for response to list things you have done or will do to help the Outer Banks.. 23 Figure 20. Word Cloud for all visitors most important experiences during trips to the Outer Banks of North Carolina, 2011.. 23 Figure 21. Word Cloud for first-time visitors most important experiences during trips to the Outer Banks of North Carolina, 2011.. 24 Figure 22. Word Cloud for repeat visitors most important experiences during trips to the Outer Banks of North Carolina, 2011.. 25 Figure 23. Word Cloud for off season visitors most important experiences during trips to the Outer Banks of North Carolina, 2011.. 25 Figure 24. Word Cloud for in season visitors most important experiences during trips to the Outer Banks of North Carolina, 2011.. 26 Figure 25. Word Cloud for Hatteras Island visitors most important experiences during trips to the Outer Banks of North Carolina, 2011.. 26 Figure 26. Word Cloud for non-hatteras Island visitors most important experiences during trips to the Outer Banks of North Carolina, 2011.. 27 v

INTRODUCTION This document reports the results of a year-long study of visitors to the Outer Banks (OBX) of North Carolina during 2011. The study was sponsored by: the Outer Banks Visitors Bureau (OBVB); North Carolina State University, Department of Parks, Recreation and Tourism Management; and accommodation managers located on the OBX. The purpose of the study was to provide the OBVB and tourism businesses & public attractions on the OBX with information regarding the 2011 visitors. The OBVB and tourism-dependent businesses devote much attention to developing and implementing marketing strategies and product offerings to increase visitation. The challenge for managers is to assess the OBX supply attributes as well as marketing strategies from the stand point of product offering performance across various visitor types. The organization of the report closely follows the ordering of the questions on the survey instrument. In this report we present appraisals of assets and liabilities of the OBX and provide a comparative analysis between first-timers and repeat visitors, in-season and off-season visitors, and visitors who stay on Hatteras Island and those who stayed in other OBX locations. The OBX are a unique destination where many visitors have a generational connection to the place. The initial proposal was to provide managers with measures of visitor satisfaction during their visit experience. Comparisons using critical incidents of various visitors groups to the OBX provide new insight about visitor experiences and provide managers with a more nuanced appraisal of OBX assets and liabilities across visitor types. In addition, visitor profile information from the survey responses is reported. METHODS The population of this study consisted of individuals, 18 years old or older, who visited the Outer Banks of North Carolina during 2011. Data were collected using a self-administered survey instrument (see Appendix A). Accommodation property managers were recruited to solicit their guests to participate in the study. These mangers represented the full range of accommodation options however limited responses were collected from visitors who camped. A set number of surveys were distributed to each property manager during each two week period during 2011 beginning the first week of January and ending the final week of December. Each manager was given a random start date during the two week period to begin soliciting guest participation. During some of the sampling periods some of the accommodations were closed for various periods of time due to weather events and seasonal closures. Due to landfall of Hurricane Irene, a mandatory evacuation order was issued on August 23, for Ocracoke, Carolina and Hyde County. Governor Bev Perdue declared a state of emergency on August 25, with hurricane and tropical storm watches posted for the state; a mandatory evacuation was issued for Carteret County and for all tourists of Dare County, though the latter was extended to include all residents by the next day. In addition, officials urged residents at the Bogue Banks to commence evacuations by 6 am August 26, and tourists in Currituck County were advised to move inland. The survey instructions indicated that the person in the travel group 18 years of age or older with the most recent birthday should fill out the survey and return it to the accommodations manager or mail it to NCSU for coding. There were also instructions for the survey to be filled 1

out on-line. Initial questions asked visitors whether this was their first visit to the OBX, if no, how many visits had they taken in the previous two years, and the three years prior to 2009. We also asked the person filling out the survey what role they had in planning various aspects of their current trip. Respondents also indicated the number of nights spent in various types of accommodations. The trip purpose was also included in responses. There are many towns and villages along the OBX and visitor indicated the name of the place that they stayed during their visit. Similar to previous studies (Bitner et al. 1990; Pritchard and Havitz 2006; Crotts and Pan 2007) three open-ended statements elicited qualitative comments regarding critical incidents from respondents visits to the OBX. Two of the statements read: Please list the three best [worst] things, places, or activities about this stay on the Outer Banks and the third was: Please list the three most important experiences that you are getting out of your trip to the Outer Banks. Respondents also indicated the number of trips they anticipate taking in the next two years to the OBX. To determine other alternative destination choices (OBX competitive destinations), respondents were asked if for some reason they were unable to take this trip to the OBX would they have stayed home or gone to a different destination? If they chose a different destination respondents were encouraged to provide the name of the other destination. There were four questions on the survey which were used to indicate loyalty to the OBX as a destination of choice. These questions ranged from word of mouth recommendation to not changing a vacation preference for the OBX even if a close friend suggested an alternative. The survey also included questions soliciting demographics and party size. There was a drawing for brand merchandize worth $400 every 3 months to provide incentive for completing the survey. The critical incidents (best/worst statements) were categorized by three researchers into specific destination attributes (5 infrastructure and 7 environmental) and then compared for consistency. Lack of agreement on a single response among the researchers were identified and then discussed to arrive at consensus. Importance of each attribute was calculated based on frequency mentioned (total count) as well as a scoring based on order mentioned. If mentioned first the attributed was scored a 1, if second a 2 and finally if mentioned third then a score of 3 was assigned to that comment. The importance rating is then a ratio of how often an attribute was mentioned and the average order. Counts of both positive and negative comments were also compared to determine if best incidents out-numbered worst incidents (B-W) during the sampled visits to indicate a net performance of an attribute. We adopted this data conversion technique developed by Romney et al. (1997) to study cultural trait salience in Cultural Consensus Analysis; and adapted and used predominantly by quantitative cultural Anthropologists in a variety of settings (e.g., Caulkins et al., 2000). Triangulation of analysis methods for appraising destination attributes was completed through a systematic visual analysis of positive and negative responses using the word cloud content analysis software Wordle. Verbatim comments were edited to include only salient words which were then combined into documents. The word cloud software produces an image of all the words found in a document and presents each word in a font size relative to the number of times it appears. These salient word images were created using positive and negative comments for visitor type (first-timers and repeat visitors, in-season and off-season, and non- Hatteras and Hatteras Island locations). Data of 1442 comments (960 best and 482 worst) from a sample of 341 respondents were included in this analysis. In addition, 831 comments regarding 2

the three most important experiences were included in this visual analysis for all respondents and by visitor type. ANALYSIS For the sampling period from January 1, 2011 to December 31, 2011 there were 341 usable responses recorded either from hard copy surveys returned by mail by visitors, returned to the accommodation staff by the visitor and mailed in batches to NCSU, or entered on line by the respondents. Responses from the hard copy surveys were entered into a data base management software system by a student assistant. The analysis began with the respondent s past visits to the OBX. Of the 335 responses to this question, 17 percent indicated that this was their first trip to the OBX. Of those respondents who had been to the OBX on previous occasions, the average number of trips in the past two years (2009 to present) was 4 trips and the most frequent response (mode) was 3 trips. These same respondents also indicated that they had an average of 4 and mode of 3 trips during 2006 to 2008. Involvement in trip planning by respondents was measured using a scale from (no effort) to 10 (did everything). For those who filled out the surveys, their averages are presented in Table 1. The booking of the accommodations (7.8) and the sharing of information (7.6) had the highest average which indicates that respondents were generally the person in the travel group making these plans. The lower averages for meals (6.8) and activities (6.6) indicates that these planning tasks were likely more inclusive of everyone in the group. Table 1. What was your role in the planning of various aspects of this trip to the OBX? Average Trip Planning Task 7.1 Gather information about the Outer Banks (n=268) 6.6 Planned activities/visits to attractions (n=267) 7.6 Shared necessary information with group members (n=266) 7.8 Booked accommodations (n=279) 6.8 Planned meals/eating out (n=276) 7.2 Coordinated travel plans (n=272) Type of accommodations and length of stay (# of nights) was recorded using a predetermined listing of accommodations on the survey. This listing allowed visitors to indicate multiple types of accommodations if necessary. There were a few respondents who indicated that they stayed in two or three different types of lodging. Table 2 presents the average number of nights for each lodging type with the lion s share being from the vacation rental home/condo segment (n=211). The majority of the trips, 89 percent, were for leisure vacations (n=171). The remaining 11percent of the respondents indicated they were on the OBX for business. There 292 respondents who indicated the town or village where they stayed during their trip to the OBX. Of the thirteen towns and villages named four represented over 55 percent of the responses. By far Duck visitors represented the largest share of the visitors with over 22 percent of the 3

respondents (Table 3). Visitors staying in Southern Shores, Corolla and Ocracoke represented the fewest respondents. Table 2. Indicate how many nights stayed in the following types of lodging. Average Type of Lodging 2.2 Hotel/Motel (n=127) 6.8 Vacation Rental Home/Condo (n=211) 10.5 Our Second Home (n=2) 2.5 Staying at friend s/relative s (n=10) 2.0 Campground (n=4) Table 3. Indicate the name of the town or village on the Outer Banks where you stayed. Responses Town/Village Responses Town/Village 27 Avon 28 Manteo 7 Corolla 34 Nags Head 65 Duck 2 Ocracoke 18 Frisco 14 Rodanthe 32 Kill Devil Hills 15 Salvo 31 Kitty Hawk 8 Southern Shores 11 Waves n=292 Three Best and Worst Things, Places or Activities The next section of this report examines the frequency and order of the freely elicited comments concerning critical incidents from the vacations to the OBX during 2011. The verbatim comments as recorded from the surveys have been sorted by the 13 categories of destination attributes and are provided in Appendix B. The comments regarding the three best/worst things, places, or activities were categorized following the infrastructure and environment structure posited by Murphy et al. (2000) and reported in Pritchard and Havitz (2006). There was a total count (TC) of 1,447 comments provided by the 341 respondents regarding things, places, or activities during their vacations to the OBX (Table 4). Most of these comments (886) referred to infrastructure attributes of the OBX with recreation and food & restaurants topping the list. For comments regarding environmental attributes (561) the natural scenery and local amenities dominated in the number received. The frequency and order of comments were then used to calculate an importance rating and a net performance for each destination attribute for first-time and repeat visitors. The average order of the destination attributes are based on weighting of the counts of comments according to their order as explained above. In other words, the mean score for environmental attributes (1.84) shows that they were mentioned earlier than the infrastructure attributes (1.94). Combining the average order with the total count (TC/AO) as a ratio creates a rating of the relative importance of each attribute. For all visitors to the Outer Banks, infrastructure attributes were rated most important headed by recreation (141.5). The most 4

important attribute within the environment category is natural scenery (114.3). Performance for each attribute was analyzed as a net score reflected by the difference between the total positive comments for an attribute and the negative comments made by respondents for that attribute (B- W). For all visitors recreation (182) on the Outer Banks out-performed other attributes with natural scenery (151) also showing good performance. Overall, respondents indicated transportation (-76) and the weather (-46) both had net negative performance for the Outer Banks during 2011. Table 4. Analysis of visitor frequency and order of best/worst things, places, or activities for Outer Banks vacations, 2011 * Destination Attributes Comment Count by Order Mentioned (CBO) Total Count (TC) Average Order (AO) Importance Rating Net Performance 1 st B * 1 st W * 2 nd B 2 nd W 3 rd B 3 rd W B+ W CBO/TC TC/AO B- W Infrastructure 169 147 203 107 194 66 886 1.94 a 457.5 246 Food & Restaurants 33 31 69 19 49 13 214 1.99 107.5 88 Accommodation 39 23 34 23 27 12 158 1.85 85.2 42 Transportation 6 49 3 25 5 16 104 1.67 62.2-76 Shopping 14 22 21 22 35 11 125 2.08 60.1 15 Recreation 77 20 76 16 78 13 280 1.98 141.5 182 Tourist Information 0 2 0 2 0 1 5 1.80 2.8-5 Environment 166 79 118 45 113 40 561 1.84 a 305.6 233 Flora & Fauna 11 15 11 9 13 3 62 1.84 33.7 8 Natural Scenery 100 5 40 6 27 5 183 1.60 114.3 151 Local People 4 6 3 2 8 5 28 2.11 13.3 2 Historic Sites 24 2 28 0 21 3 78 1.97 39.5 68 Local Amenities 20 11 27 16 35 9 118 2.11 55.9 46 Cultural Activities 0 0 3 0 2 1 6 2.50 2.4 4 Weather 7 40 6 12 7 14 86 1.70 50.7-46 (n = 341) * Note: Modified from Pritchard and Havitz (2006:35); 1 st B (best) / 1 st W (worst), etc. a Mean score The ratings and net performance values reported in Table 4 were standardized (Z-scores) so that they could be plotted in Figure 1. A positive Z-score is more important or has performed better than the norm. The size of the positive or negative number plotted indicates the relative magnitude of deviation from the norm. Figure 1 graphically portrays results from Table 4 using these Z-scores. Recreation, natural scenery, food and restaurants, and accommodations all fell into the keep up the good work quadrant (above average in importance and a high net performance). From a marketing perspective, these are the attributes which sell the OBX. Both historic sites and local amenities fell into the assess resource allocation quadrant (below average importance but with a positive net performance). Shopping opportunities and transportation were attributes needing some attention in that these were above average in importance yet had negative net performance. Transportation shortcomings are especially daunting in the sense that infrastructure in dependent upon the geography and natural hazards present on the OBX (ferry 5

service and hurricane damage) and a result of the success of the destination (seasonal traffic). The five remaining attributes (cultural activities, local people, flora & fauna, tourist information, and weather) fell into the may need attention quadrant. Weather had the highest importance ranking among these five yet had the lowest net performance. Figure 1. Importance ~ Performance Analysis grid for best/worst things, places, or activities during trips to the Outer Banks of North Carolina, 2011 The verbatim comments for the three best things, places, or activities are depicted in a word cloud in Figure 2. The natural scenery of the, recreational activities, the food and restaurants as well as the accommodations are all evident in this representation of the positive comments, as they are represented in the grid analysis in Figure 1. This word cloud provides some additional detail for development of marketing strategies. The in addition to the and ocean, lighthouses have also made a significant positive impression on visitors. Shopping, fishing, and walking were activities which appear to be important activities for visitors. In contrast, Figure 3 is the word cloud created from the three comments of the worst things, places, or activities during the trip. Traffic, things being closed, restaurants, and the all became the dominant elements of this image. 6

Figure 2. Word Cloud for best things, places, or activities during trips to the Outer Banks of North Carolina, 2011 Figure 3. Word Cloud for worst things, places, or activities during trips to the Outer Banks of North Carolina, 2011 First-Time vs. Repeat Visitors This section provides comparisons of the respondents to the survey who were repeat or first-time visitors to the OBX. The analysis of comments from first-time visitors revealed that the average order mean score for the infrastructure attributes (1.88) indicates they were mentioned earlier than the environmental attributes (1.91; Table 5). Attribute importance rating for first-time visitors, revealed that recreation, and natural scenery, were first and second respectively while food & restaurants and accommodations tied at third. For attribute net 7

performance first-time visitors comments indicated that recreation, natural scenery, and historic sites all performed well, while transportation and the weather resulted in overall negative incidents. The average order mean score of comments from repeat visitors revealed that environment attributes (1.82) were mentioned earlier than the infrastructure attributes (1.95; Table 6). The importance rating of attributes by the repeat visitors, were similar in order to the first-time visitors with recreation taking the top rating, followed by natural scenery. The repeat visitors rated food & restaurants as third most important while accommodation was rated fourth. Net performance of attributes based on positive and negative comments of repeat visitors indicated recreation, natural scenery, and food & restaurants performed the best. As was the case for first-time visitors, the repeat visitors comments regarding transportation and weather implied overall negative incidents. In comparing comments from first-time visitors to repeat visitors the infrastructure attributes were more important than the environmental attributes for both groups. The order of importance for the two groups of respondents for infrastructure attributes for the top two attributes were the same with recreation being the most important. For the environmental attributes natural scenery topped the list of importance for both groups while local amenities and weather ranked second and third respectively for the repeat visitors. For first-time visitors, the environmental attributes historic sites and local amenities where ranked second and third. Table 5. Analysis of the first-time visitor frequency and order of best/worst things, places, or activities for Outer Banks vacations, 2011 * Destination Attributes Comment Count by Order Mentioned (CBO) Total Count (TC) Average Order (AO) Importance Rating Net Performance 1 st B * 1 st W * 2 nd B 2 nd W 3 rd B 3 rd W B+ W CBO/TC TC/AO B- W Infrastructure 26 24 29 17 25 9 130 1.88 a 69.3 30 Food & Restaurants 3 6 7 7 5 1 29 1.90 15.3 1 Accommodation 7 3 8 3 5 4 30 1.97 15.3 10 Transportation 1 8 0 3 1 2 15 1.60 9.4-11 Shopping 2 5 4 2 4 1 18 1.89 9.5 2 Recreation 13 1 10 2 10 1 37 1.92 19.3 29 Tourist Information 0 1 0 0 0 0 1 1.00 1.0-1 Environment 29 12 27 8 25 6 107 1.91 a 56.1 55 Flora & Fauna 3 1 5 0 3 1 13 2.00 6.5 9 Natural Scenery 17 1 5 0 5 0 28 1.54 18.2 26 Local People 0 0 1 1 1 0 3 2.33 1.3 1 Historic Sites 6 2 13 0 7 2 30 2.03 14.8 22 Local Amenities 2 1 2 6 9 1 21 2.33 9.0 5 Cultural Activities 0 0 0 0 0 0 0 Weather 1 7 1 1 0 2 12 1.50 8.0-8 (n = 58) * Note: Modified from Pritchard and Havitz (2006:35); 1 st B (best) / 1 st W (worst), etc. a Mean score 8

Table 6. Analysis of the repeat visitor frequency and order of best/worst things, places, or activities for Outer Banks vacations, 2011* Destination Attributes Comment Count by Order Mentioned (CBO) Total Count (TC) Average Order (AO) Importance Rating Net Performance 1 st B * 1 st W * 2 nd B 2 nd W 3 rd B 3 rd W B+ W CBO/TC TC/AO B- W Infrastructure 142 123 174 89 169 57 754 1.95 a 387.0 216 Food & Restaurants 30 25 62 12 44 12 185 2.01 92.3 87 Accommodation 32 20 26 19 22 8 127 1.83 69.5 33 Transportation 4 41 3 22 4 14 88 1.69 52.0-66 Shopping 12 17 17 20 31 10 107 2.11 50.7 13 Recreation 64 19 66 14 68 12 243 1.99 122.3 153 Tourist Information 0 1 0 2 0 1 4 2.00 2.0-4 Environment 136 66 90 37 88 34 451 1.82 a 247.4 177 Flora & Fauna 8 14 6 9 10 2 49 1.80 27.3-1 Natural Scenery 82 4 34 6 22 5 153 1.61 94.8 123 Local People 4 6 2 1 7 5 25 2.08 12.0 1 Historic Sites 18 0 15 0 14 1 48 1.94 24.8 46 Local Amenities 18 10 25 10 26 8 97 2.06 47.0 41 Cultural Activities 0 0 3 0 2 1 6 2.50 2.4 4 Weather 6 32 5 11 7 12 73 1.74 42.0-37 (n = 283) * Note: Modified from Pritchard and Havitz (2006:35); 1 st B (best) / 1 st W (worst), etc. a Mean score The net performance of the destination attributes was also compared between the firsttime and repeat visitors. For the repeat visitors, the infrastructure attributes out-performed the environmental attributes while net performance for environmental attributes was higher for the first-timers. Recreation and transportation attributes in the infrastructure category seemed congruent for both visitor groups with good positive performances, and low negative performances respectively. In the environment category natural scenery and historic sites both performed well while weather was the lowest performing attribute for both groups. For the food & restaurant attribute there was a difference between the visitor groups regarding performance. A difference between the two groups also was also found for importance and net performance for historic sites on the OBX. The importance ratings and net performance appearing in Tables 5 and 6 were standardized (Z-scores) and plotted for comparisons in Figure 4. This plot illustrates the differences in these two groups when it comes to the historic sites and food and restaurants attributes. Other attributes which fell into different quadrants for these two groups of visitors were flora and fauna, shopping and transportation. Transportation is particularly troubling due to the fact that it is of higher importance to the repeat visitor over the first-time visitors and it also performed worst for them. The first-time and repeat visitor Z-scores that differed by less than one standard deviation were deemed congruent, whereas differences greater than one were deemed to suggest a statistically significant difference. The food and restaurant attribute differed on performance for the two groups of visitors. Historic sites differed by more than one standard deviation for importance and performance for the first-time and repeat visitors. 9

Figure 4. Importance ~ Performance Analysis grid for best/worst things, places, or activities comparison of first-time and repeat visitors, 2011 With respect to what visitors really think about a destination, the freely elicited comments where edited to include only the salient words to reveal similarities and differences between the first-time visitors and repeat visitors. We hoped to reveal visitor behavioral differences to inform destination managers efforts regarding messages and services provided. The combined best comments for first-time visitors (Figure 5) and the combined best comments for repeat visitors (Figure 6) were entered separately into the Wordle software for analysis. From examining the word cloud images it is evident that both groups have a strong positive sense of the. A second level of word indicators suggests that the first-time visitors were very impressed by the historic attractions available in the area (lighthouse, Wright Brothers, Elizabethan, and Lost Colony). For repeat visitors these historic attractions are mentioned far fewer times. While place names such as Hatteras, Kitty Hawk, Manteo, and Ocracoke appear in both figures, they achieved different levels of importance from the two groups. For example, the first-time visitors mention Hatteras while repeat visitors mention Ocracoke more often as important places. While the two groups both have listed activities and destination amenities it seems from the Wordle analysis that the repeat visitors have focused on the natural resource attractions and activities available as well as their vacation house and shopping. 10

Figure 5. Word Cloud for first-time visitors best things, places, or activities during trips to the Outer Banks of North Carolina, 2011 Figure 6. Word Cloud for repeat visitors best things, places, or activities during trips to the Outer Banks of North Carolina, 2011 From the two documents created from the three negative comments from respondents Wordle software produced word clouds for first-time visitors (Figure 7) and for comments from repeat visitors (Figure 8). First-time visitors expressed negative remarks about lack of time, as well as negative consequences resulting from the time of year when their visit occurred such as businesses being closed. They also had negative comments related to traffic, as did the repeat visitors. The references to closed, and list businesses such as restaurant are all referencing the lack of things being open during the off season or during storms. The remaining references are for negative incidents included at places and specific negative events. The repeat visitors 11

also include place names and specific events however more often they mention negative attributes such as mosquitos, weather, and traffic. Figure 7. Word Cloud for first-time visitors worst things, places, or activities during trips to the Outer Banks of North Carolina, 2011 Figure 8. Word Cloud for repeat visitors worst things, places, or activities during trips to the Outer Banks of North Carolina, 2011 Seasonal Findings Comparisons of the respondents to the survey who visited the OBX during off season (January to March and October to December) and on season (April to September) are provided in this section. The analysis of comments from off season visitors revealed that the average order mean score for the environmental attributes (1.86) indicates they were mentioned earlier than the 12

infrastructure attributes (1.89; Table 7). Attribute importance rating for off season visitors, revealed that food and restaurants, recreation, and natural scenery, were of highest importance respectively (with shopping as a close fourth). For attribute net performance off season visitors comments indicated that recreation, natural scenery, and food and restaurants all performed well, while transportation and the weather resulted in overall negative incidents. The average order mean score of comments from in season visitors revealed that like off season visitors, environment attributes (1.83) were mentioned earlier than the infrastructure attributes (1.96; Table 8). The importance rating of attributes by the in season visitors were recreation taking the top rating, followed by natural scenery. The in season visitors rated food & restaurants as third most important while accommodation was rated fourth. Net performance of attributes based on positive and negative comments of in season visitors indicated recreation, natural scenery, and food & restaurants performed the best. As was the case for off season visitors. The in season visitors comments regarding transportation and weather implied overall negative incidents. In comparing comments from off season visitors to in season visitors the infrastructure attributes were more important than the environmental attributes for both groups. The order of importance for the two groups of respondents for infrastructure attributes for the top two attributes were different with recreation being the most important for in season visitors and food and restaurants being the most important for the off season visitors. For the environmental attributes natural scenery topped the list of importance for both groups while local amenities and weather ranked second and third respectively for both groups as well. Table 7. Analysis of the off season frequency and order of best/worst things, places, or activities for Outer Banks vacations, 2011 Destination Attributes Comment Count by Order Mentioned (CBO) Total Count (TC) Average Order (AO) Importance Rating Net Performance 1 st B * 1 st W * 2 nd B 2 nd W 3 rd B 3 rd W B+ W CBO/TC TC/AO B- W Infrastructure 59 45 65 28 59 14 270 1.89 a 143.2 96 Food & Restaurants 15 13 27 4 15 6 80 1.91 41.8 34 Accommodation 15 5 8 5 11 2 46 1.85 24.9 22 Transportation 1 14 1 7 1 3 27 1.59 17.0-21 Shopping 9 11 12 8 14 2 56 1.93 29.0 14 Recreation 19 2 17 3 18 1 60 1.97 30.5 48 Tourist Information 0 0 0 1 0 0 1 2.00 0.5-1 Environment 47 22 39 8 38 8 162 1.86 a 87.2 86 Flora & Fauna 2 3 8 2 2 1 18 1.89 9.5 6 Natural Scenery 25 1 12 1 9 1 49 1.67 29.3 43 Local People 2 2 1 1 4 1 11 2.09 5.3 3 Historic Sites 9 1 5 0 7 0 22 1.86 11.8 20 Local Amenities 8 3 10 2 13 3 39 2.13 18.3 23 Cultural Activities 0 0 1 0 0 0 1 Weather 1 12 2 2 3 2 22 1.64 13.4-10 (n = 112) * Note: Modified from Pritchard and Havitz (2006:35); 1 st B (best) / 1 st W (worst), etc. a Mean score 13

Table 8. Analysis of the in season frequency and order of best/worst things, places, or activities for Outer Banks vacations, 2011 Destination Attributes Comment Count by Order Mentioned (CBO) Total Count (TC) Average Order (AO) Importance Rating Net Performance 1 st B * 1 st W * 2 nd B 2 nd W 3 rd B 3 rd W B+ W CBO/TC TC/AO B- W Infrastructure 110 102 138 79 135 52 616 1.96 a 314.4 150 Food & Restaurants 18 18 42 15 34 7 134 2.04 65.8 54 Accommodation 24 18 26 18 16 10 112 1.86 60.3 20 Transportation 5 35 2 18 4 13 77 1.70 45.3-55 Shopping 5 11 9 14 21 9 69 2.20 31.3 1 Recreation 58 18 59 13 60 12 220 1.98 111.0 134 Tourist Information 0 2 0 1 0 1 4 1.75 2.3-4 Environment 119 57 79 37 75 32 399 1.83 a 218.4 147 Flora & Fauna 9 12 3 7 11 2 44 1.82 24.2 2 Natural Scenery 75 4 28 5 18 4 134 1.57 85.1 108 Local People 2 4 2 1 4 4 17 2.12 8.0-1 Historic Sites 15 1 23 0 14 3 56 2.02 27.8 48 Local Amenities 12 8 17 14 22 6 79 2.10 37.6 23 Cultural Activities 0 0 2 0 2 1 5 2.60 1.9 3 Weather 6 28 4 10 4 12 64 1.72 37.2-36 (n = 229) * Note: Modified from Pritchard and Havitz (2006:35); 1 st B (best) / 1 st W (worst), etc. a Mean score The net performance of the destination attributes was also compared between the off season and in season visitors. For the off season and in season visitors, the infrastructure attributes out-performed the environmental attributes. This difference was less pronounced for the in season visitors. Recreation and transportation attributes in the infrastructure category seemed congruent for both visitor groups with good positive performances, and low negative performances respectively. In the environment category natural scenery and local amenities both performed well while weather was the lowest performing attribute for both groups. The importance ratings and net performance appearing in Tables 7 and 8 were standardized (Z-scores) and plotted for comparisons in Figure 9. This plot illustrates the differences in these two groups when it comes to the differences in food and restaurants, shopping, and recreation attributes. The off season and in season visitor Z-scores that differed by less than one standard deviation were deemed congruent, whereas differences greater than one were deemed to suggest a statistically significant difference. The food and restaurant attribute differed on importance for the two groups of visitors as did shopping and recreation. All other attributes were considered congruent for these two groups. 14

Figure 9. Importance ~ Performance Analysis grid for best/worst things, places, or activities comparison of off season and in season visitors, 2011 With respect to what visitors really think about a destination, the freely elicited comments where edited to include only the salient words to reveal similarities and differences between the off season visitors and in season visitors. These word clouds reveal differences in visitor perceptions to inform destination managers efforts regarding messages and services provided. The combined best comments for off season visitors (Figure 10) and the combined best comments for in season visitors (Figure 11) were entered separately into the Wordle software for analysis. From examining the word cloud images it is evident that both groups have a strong positive sense of the. A second level of word indicators suggests that the off season visitors were very impressed by the lighthouse, shopping, Manteo, the ocean, restaurants, and house were they stayed. For in season visitors the house were they stayed and the lighthouses were the significant second level of words. While place names such as Hatteras, Ocracoke, and Duck appear in in the in season word cloud, they are of a different significance than Manteo was in the off season cloud. While the two groups both have listed activities and destination amenities it seems from the Wordle analysis that the off season visitors have focused on the lighthouses and as well as shopping. 15

Figure 10. Word Cloud for off season visitors best things, places, or activities during trips to the Outer Banks of North Carolina, 2011 Figure 11. Word Cloud for in season visitors best things, places, or activities during trips to the Outer Banks of North Carolina, 2011 From the two documents created from the three negative comments from respondents Wordle software produced word clouds for off season visitors (Figure 12) and for comments from in season visitors (Figure 13). Off season visitors expressed negative remarks about negative consequences resulting from the time of year when their visit occurred such as businesses and attractions being closed. There were also several comments regarding the lack of negative things to list which are represented by none, n/a, and nothing. 16

There were concerns mentioned by the in season visitors regarding traffic. The es, the vacation house, and food also received negative comments from the in season visitors. The in season visitors also experienced smoke from the fires which were burning during their visit. Figure 12. Word Cloud for off season visitors worst things, places, or activities during trips to the Outer Banks of North Carolina, 2011 Figure 13. Word Cloud for in season visitors worst things, places, or activities during trips to the Outer Banks of North Carolina, 2011 Geographic Comparison This section provides comparisons of the respondents to the survey who were staying at locations on Hatteras Island and other locations on the OBX. The analysis of comments from Hatteras Island visitors revealed that the average order mean score for the infrastructure 17

attributes (1.97) indicates they were mentioned on average after the environmental attributes (1.83; Table 9). Attribute importance ratings for Hatteras Island visitors, revealed that recreation, and natural scenery, were rated first and second respectively while food & restaurants and accommodations were rated third and fourth. For attribute net performance Hatteras Island visitors comments indicated that recreation, natural scenery, and historic sites all performed well, while transportation and the weather resulted in overall negative incidents. The average order mean score of comments from non-hatteras Island visitors revealed that environment attributes (1.84) were mentioned earlier than the infrastructure attributes (1.92; Table 10). The importance rating of attributes by the non-hatteras Island visitors, were recreation taking the top rating, followed by food and restaurants and then natural scenery. The non-hatteras Island visitors rated accommodation as fourth. Net performance of attributes based on positive and negative comments of non-hatteras Island visitors indicated recreation, natural scenery, and food & restaurants performed the best. As was the case for Hatteras Island visitors, the non-hatteras Island visitors comments regarding transportation and weather implied overall negative incidents. In comparing comments from Hatteras Island visitors to non-hatteras Island visitors the infrastructure attributes were more important than the environmental attributes for both groups. The order of importance for the two groups of respondents for infrastructure attributes for the top two attributes were the same with recreation being the most important. For the environmental attributes natural scenery topped the list of importance for both groups with local amenities and weather ranking second and third respectively. The net performance of the destination attributes was also compared between the Hatteras Island and non-hatteras Island visitors. For the Hatteras Island visitors, the infrastructure attributes out-performed the environmental attributes. For non-hatteras Island this difference was less pronounced and the environmental attributes out-performed the infrastructure attributes. Recreation and natural scenery attributes seemed congruent for both visitor groups with high importance and good positive performances. In the environment category, both visitor groups rated natural scenery as high in importance and it performed well while weather was the lowest performing attribute in this category for both groups. The importance ratings and net performance appearing in Tables 9 and 10 were standardized (Z-scores) and plotted for comparisons in Figure 14. This plot illustrates the differences in these two groups when it comes to the differences in food and restaurants, accommodations, and transportation attributes. The Hatteras Island and non-hatteras Island visitor Z-scores that differed by less than one standard deviation were deemed congruent, whereas differences greater than one were deemed to suggest a statistically significant difference. The transportation attribute differed on performance for the two groups of visitors by more than one standard deviation from the norm. All other attributes were considered congruent for these two groups. However for food and restaurants, the difference between Z-scores for the two visitor groups were nearly one standard deviation for both importance (-0.97) and performance (-0.74). Difference in the Z-scores for the two visitor groups for performance in the accommodation attribute was also notable (-0.86). 18

Table 9. Analysis of the Hatteras Island visitors frequency and order of best/worst things, places, or activities for Outer Banks vacations, 2011 Destination Attributes Comment Count by Order Mentioned (CBO) Total Count (TC) Average Order (AO) Importance Rating Net Performance 1 st B * 1 st W * 2 nd B 2 nd W 3 rd B 3 rd W B+ W CBO/TC TC/AO B- W Infrastructure 58 47 71 44 67 28 315 1.97 a 160.0 77 Food & Restaurants 9 11 14 8 19 5 66 2.06 32.0 18 Accommodation 8 12 10 11 9 7 57 1.93 29.5-3 Transportation 6 10 3 11 3 6 39 1.82 21.4-15 Shopping 2 5 4 10 14 4 39 2.28 17.1 1 Recreation 33 8 40 4 22 6 113 1.88 59.9 77 Tourist Information 0 1 0 0 0 0 1 1.00 1.0-1 Environment 60 39 41 24 39 21 224 1.83 a 122.7 56 Flora & Fauna 0 9 4 4 3 2 22 1.82 12.1-8 Natural Scenery 41 3 20 4 9 1 78 1.56 49.9 62 Local People 0 4 0 1 3 3 11 2.18 5.0-5 Historic Sites 12 0 7 0 5 1 25 1.76 14.2 23 Local Amenities 5 4 10 9 16 6 50 2.26 22.1 12 Cultural Activities 0 0 0 0 1 0 1 Weather 2 19 0 6 2 8 37 1.70 21.7-29 (n = 117) * Note: Modified from Pritchard and Havitz (2006:35); 1 st B (best) / 1 st W (worst), etc. a Mean score Table 10. Analysis of the non-hatteras Island visitors frequency and order of best/worst things, places, or activities for Outer Banks vacations, 2011 Destination Attributes Comment Count by Order Mentioned (CBO) Total Count (TC) Average Order (AO) Importance Rating Net Performance 1 st B * 1 st W * 2 nd B 2 nd W 3 rd B 3 rd W B+ W CBO/TC TC/AO B- W Infrastructure 111 100 132 63 127 38 571 1.92 a 297.5 169 Food & Restaurants 24 20 55 11 30 8 148 1.96 75.5 70 Accommodation 31 11 24 12 18 5 101 1.81 55.7 45 Transportation 0 39 0 14 2 10 65 1.58 41.0-61 Shopping 12 17 17 12 21 7 86 1.99 43.3 14 Recreation 44 12 36 12 56 7 167 2.04 81.8 105 Tourist Information 0 1 0 2 0 1 4 2.00 2.0-4 Environment 106 40 77 21 74 19 337 1.84 a 182.9 177 Flora & Fauna 11 6 7 5 10 1 40 1.85 21.6 16 Natural Scenery 59 2 20 2 18 4 105 1.63 64.5 89 Local People 4 2 3 1 5 2 17 2.06 8.3 7 Historic Sites 12 2 21 0 16 2 53 2.08 25.5 45 Local Amenities 15 7 17 7 19 3 68 2.00 34.0 34 Cultural Activities 0 0 3 0 1 1 5 2.40 2.1 3 Weather 5 21 6 6 5 6 49 1.69 28.9-17 (n = 200) * Note: Modified from Pritchard and Havitz (2006:35); 1 st B (best) / 1 st W (worst), etc. a Mean score 19

Figure 14. Importance ~ Performance Analysis grid for best/worst things, places, or activities comparison of Hatteras Island and non-hatteras Island visitors, 2011 With respect to what visitors really think about a destination, the freely elicited comments where edited to include only the salient words to reveal similarities and differences between the Hatteras Island visitors and non-hatteras Island visitors. These differences in the word clouds offer insight into the experiences of visitors who stay in the different geographic location on the OBX. The combined best comments for Hatteras Island visitors (Figure 15) and the combined best comments for non-hatteras Island visitors (Figure 16) were entered separately into the Wordle software for analysis. From examining the word cloud images it is evident that both groups have a strong positive sense of the es on the OBX. A second level of word indicators suggests that the Hatteras Island visitors were involved with fishing, visiting Ocracoke and the lighthouse. For non-hatteras Island visitors there was a greater mix within this second level of things which included the vacation house, shopping, restaurants, the ocean, and lighthouse. While the two groups both have listed activities and destination amenities it seems from the Wordle analysis that the non-hatteras Island visitors have a broader range of attractions and activities. From the two documents created from the three negative comments from respondents Wordle software produced word clouds for Hatteras Island visitors (Figure 17) and for comments from non-hatteras Island visitors (Figure 18). Hatteras Island visitors expressed negative remarks regarding issues with the, their rental house, food, things that were closed, hurricane Irene, access, as well as mosquitos. Rather than, the non-hatteras Island 20

Figure 15. Word Cloud for Hatteras Island visitors best things, places, or activities during trips to the Outer Banks of North Carolina, 2011 Figure 16. Word Cloud for non-hatteras Island visitors best things, places, or activities during trips to the Outer Banks of North Carolina, 2011 visitors mentioned traffic most often as depicted in their word cloud. Restaurants, weather, closed and season dominate second level of the word cloud for the non-hatteras Island visitors. 21

Figure 17. Word Cloud for Hatteras Island visitors worst things, places, or activities during trips to the Outer Banks of North Carolina, 2011 Figure 18. Word Cloud for non-hatteras Island visitors worst things, places, or activities during their trip to the Outer Banks of North Carolina, 2011 Helping The Outer Banks There were also responses to the request to list things, if any, you ve done or plan to do once you return home, to help the Outer Banks. These comments are an indication of the commitment and importance of the OBX to the lives of the visitors responding (Figure 19). The verbatim responses to this request are presented in Appendix C. These responses focused on the value people place on getting the word out to others that the OBX is such a wonderful place. There was also the belief that by planning a future trip to the OBX this would be helping in some way. 22

Figure 19. Word Cloud for response to list things you have done or will do to help the Outer Banks. Most Important Experiences Documents were also created and edited to only include salient words from three responses to the statement on the survey: Please list the three most important experiences that you are getting out of your trip to the Outer Banks (Appendix D). All responses (Figure 20) Figure 20. Word Cloud for all visitors most important experiences during trips to the Outer Banks of North Carolina, 2011 23

are depicted in the word cloud and indicate that and experiences with family and friends while at the are the most important experiences. First-Time vs. Repeat Visitors The comparison of word clouds for first-time visitors (Figure 21) and repeat visitors (Figure 22) revealed that first-time visitors to the OBX were getting experiences related to and spending time with family and friends at the, but they also reported exploring historic sites and enjoying the scenery of the region. Similarly, repeat visitors reported experiences related to, family, friends at the, however there were no other experiences which dominated this group. Figure 21. Word Cloud for first-time visitors most important experiences during trips to the Outer Banks of North Carolina, 2011 An examination of verbatim comments revealed further nuanced differences between these two types of visitors. Consistent with findings reported by Morais and Lin (2010), firsttimers were more likely to make evaluative assessments of their experience while repeaters tended to reflect on the memories accumulated at the destination, and the role of the vacation in shaping ties with family and friends. 24

Figure 22. Word Cloud for repeat visitors most important experiences during trips to the Outer Banks of North Carolina, 2011. Seasonal Findings The word clouds created to compare comments on most important experiences between off season visitors to the OBX with those who visited in season showed similarities in that, family, and time dominated both word clouds. For the off season word cloud (Figure 23) the second level of words (, and friends) indicate there were limited other experiences other the enjoying the beauty of nature on the OBX. Figure 23. Word Cloud for off season visitors most important experiences during trips to the Outer Banks of North Carolina, 2011 For the in season visitors, the second level of words was dominated by which indicates that the was more significant for in season visits. History and friends also are evident as important to the in season visitors experiences. 25

Figure 24. Word Cloud for in season visitors most important experiences during trips to the Outer Banks of North Carolina, 2011 Geographic Comparison The most important experiences for those visiting Hatteras Island and other locations on the OBX were also compared using word clouds from the edited verbatim comments. The word cloud or Hatteras Island visitors (Figure 25) is dominated by the family, time and Figure 25. Word Cloud for Hatteras Island visitors most important experiences during trips to the Outer Banks of North Carolina, 2011 26

comments found in the word cloud for all responses. The next level of words which seems to be significant for the Hatteras Island visitors are friends and fishing. There are a broader assortment of other words which appear in the non-hatteras Island visitor experiences (Figure 26). It seems that the, friends and history all play a role in creating important experiences for these visitors to the OBX. Figure 26. Word Cloud for non-hatteras Island visitors most important experiences during trips to the Outer Banks of North Carolina, 2011 Intentions To Visitor In the Near Future Visitors were asked their intentions of planning future trips to the OBX during 2012 or 2013. There were 288 responses to this question and only 2.4 percent indicated that they had no plans of coming back during the next two years. Most of the respondents (61.1%) planned on coming back for one or two trips during this period. Slightly over one-fifth (21.5%) of the visitors indicated they would be back 3 or 4 times. Only 5% of the respondents would be back 5 to 6 times and 14.2% indicated 7 or more trips. This final group was spread out from 7 trips to 60 trips in the next two years. Alternative Destinations Competitive sets were solicited using a two part question. First, the respondents checked their second option/choice to coming to the Outer Banks by indicating that they would have stayed at home or gone to another destination. If they selected another destination then they were asked to specify which destination. This was an open-ended question so these represent top of mind alternatives to the OBX. The stay at home group of respondents represented 45.3 27